Dawn is the leading expert in vacation rental and short-term rental technology, with nearly 30 years of experience shaping the systems and strategies that power the industry. Over the years, she has held executive roles at top software and payment companies serving the vacation rental space, in 2023 she founded and leads PMS Pros, a specialized consulting firm of experts that helps property managers and hospitality groups select, implement, and optimize software solutions across their tech stack as well as offering outsourced accounting services for property management firms.

Heather is currently Partner at Richer Logic Consulting, RevProf Board Member, and previously sat on the HSMAI Revenue Management Advisory Board. She served as CMO of RedAwning most recently, and prior to that, she served as VP, Revenue and Distribution at Kimpton Hotels and Restaurants.

She loves time with her two daughters and new rescue puppy, taking hikes, traveling, and drinking great cocktails with amazing friends. She enjoys clever humor, and being around smart, caring, and genuine people. Her team approach: “The whole is greater than the sum of its parts”. And her mantra: “Let me help you get uncomfortable. It’s only when we’re uncomfortable that we’re truly growing.”

Michelle Marquis is a founding member and President of ShortCuts4STR, bringing more than three decades of hands-on experience across property management, revenue strategy, and short-term rental technology. As a consultant, she works with property managers to strengthen homeowner acquisition, sales process, pricing strategy, and operational clarity—and with suppliers to sharpen positioning, go-to-market strategy, and credibility with professional operators. Michelle is known for translating complex strategy into practical execution, asking the uncomfortable questions, and helping companies grow without losing their soul (or their margins). She is also the author of A Bossy Girl’s Guide to Leadership, grounded in real-world stories from the vacation rental industry.

Jeffro is a founding member and ShortCuts Treasurer. One of his passions is helping STR technology and service providers generate demand, launch products and win sales deals.

He’s an accomplished rainmaker who helps vacation rental companies accelerate growth, usually between $10M to $50M ARR. His ability to translate market need into business opportunity has helped deliver two significant exit valuations - one >$200MM and the other >$80MM.

After an immersive experience in 2024 - ‘25 leading reservation sales, marketing and revenue management at Stay in Tamarindo in Costa Rica, Jeff is back in the US consulting with industry suppliers big and small.

Heather Bayer is Membership Chair of Shortcuts and combines formal training expertise with 20 years of hands-on leadership as CEO of a property management company. She began her career in the UK, where she founded and ran a successful consultancy and training business focused on management and customer service. After moving to Canada, she co-founded and led CottageLINK Rental Management for two decades, building and training teams while navigating the realities of day-to-day property management. This unique blend of training and operational experience underpins her work developing practical, relevant education for property managers.

Experienced Chief Executive Officer with a demonstrated history of leading a profitable digital marketing agency of 20-30 full-time employees.

Crystal is the founder of UnStuck By Crystal and a short-term rental consultant with 14+ years of real, hands-on experience from operations and warehouse management to business and homeowner acquisitions. She’s built her career inside the moving parts most people never see, and she brings a steady, people-first approach to helping STR teams run better. Crystal believes the best systems don’t just improve performance—they protect your standards, reduce chaos, and support the humans doing the work.

Her consulting covers the full ecosystem: guest experience, homeowner marketing and sales, reservations, and revenue-driving sales practices, backed by the operational foundation that keeps everything running operations leadership, housekeeping systems, quality control, team workflows, SOPs, and training. Crystal is also known for strengthening owner relationships through clear expectations, consistent reporting, and communication that builds trust and keeps partnerships strong.

Wendy Hoekwater is Vice President, Marketing Chair of ShortCuts and a seasoned marketing and sales executive specializing in the hospitality and vacation rental industry. As Chief Marketing Officer at Lodging Dynamics, she drives brand strategy, guest engagement, and revenue growth, positioning the company as a leader in hospitality management. She is also Founder and CEO of Net Growth Marketing LLC, helping small to mid-sized hospitality companies scale through targeted marketing, PR, and sales strategies. Previously, she held senior leadership roles at Surf or Sound Realty, Apple Leisure Group, Marriott International, and Choice Hotels, delivering innovative campaigns and measurable growth.